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SaaS アナリティクス Part 1 - SaaSの最重要KPI とその可視化

SaaS アナリティクス Part 1 - SaaSの最重要KPI とその可視化

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Kan Nishida

April 30, 2020
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  1. 7 ୈ1ͷ೾ ୈ̎ͷ೾ ୈ̏ͷ೾ ϓϥΠϕʔτ(ߴ͍/ݹ͍) Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺) UI & ϓϩάϥϛϯά ϓϩάϥϛϯά

    2016 2000 1976 ϚωλΠθʔγϣϯ ίϞσΟςΟԽ ຽओԽ ౷ܭֶऀ σʔλαΠΤϯςΟετ Exploratory ΞϧΰϦζϜ Ϣʔβʔɾ ମݧ πʔϧ Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺) UI & ࣗಈԽ ϏδωεɾϢʔβʔ ςʔϚ σʔλαΠΤϯεͷຽओԽ
  2. • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1 • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ

    Part 2 • ୈ3ճɿ ϢʔβʔͷΤϯήʔδϝϯτΛܭଌ͢Δํ๏ • ୈ4ճɿ ίϗʔτ෼ੳ Part 1 • ୈ5ճɿ ίϗʔτ෼ੳ Part 2 • ୈ6ճɿ NPSͷܭࢉͱࣗ༝هड़ͷςΩετ෼ੳ SaaS ΞφϦςΟΫε
  3. 23 1݄ 1ສԁ 2݄ 3݄ ྦྷܭ … 12݄ 1ສԁ 1ສԁ

    1ສԁ 12ສԁ αϒεΫϦϓγϣϯɾϏδωεͰ͸ސ٬͕αʔϏεΛܧଓ͢Ε͹ɺ࠷ ऴతʹಘΒΕΔऩӹ͸૿͍͑ͯ͘ɻ
  4. 25 1݄ 1ສԁ 2݄ 3݄ … 12݄ 1ສԁ 1ສԁ 1ສԁ

    ͜ͷΑ͏ʹఆظతʹ܁Γฦ͠ಘΒΕΔऩӹΛ ϦΧʔϦϯάɾϨϕχϡʔʢRecurring RevenueʣͱݺͿɻ
  5. • MRR • χϡʔ MRR • ίϯόʔδϣϯ཰ • νϟʔϯ MRR

    • ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰ • Ϧςϯγϣϯ཰ ຊ೔঺հ͢Δࢦඪ
  6. • MRR • χϡʔ MRR • ίϯόʔδϣϯ཰ • νϟʔϯ MRR

    • ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰ • Ϧςϯγϣϯ཰ ຊ೔঺հ͢Δࢦඪ
  7. 34 1݄ 2݄ 3݄ 4݄ 2ສԁ 1ສԁ 2ສԁ ৽نސ٬ طଘސ٬

    ৽نސ٬͔Βͷऩӹ͕લ݄͔Βͷऩӹͷ૿Ճ෼ͱͳΔɻ
  8. • MRR • χϡʔ MRR • ίϯόʔδϣϯ཰ • νϟʔϯ MRR

    • ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰ • Ϧςϯγϣϯ཰ ຊ೔঺հ͢Δࢦඪ
  9. • MRR • χϡʔ MRR • ίϯόʔδϣϯ཰ • νϟʔϯ MRR

    • ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰ • Ϧςϯγϣϯ཰ ຊ೔঺հ͢Δࢦඪ
  10. χϡʔ χϡʔ χϡʔ χϡʔ 63 χϡʔ 1݄ 2݄ 3݄ 4݄

    νϟʔϯ χϡʔ νϟʔϯ 1ສԁ 2ສԁ 0ԁ 1ສԁ ͜ͷΑ͏ʹϏδωεͷ੒௕͸χϡʔ MRRͱνϟʔϯ MRRͷࠩʹΑͬ ܾͯ·Δɻ
  11. ͜ͷࠩͷ͜ͱΛωοτɾχϡʔ MRRͱݺͿɻ χϡʔ χϡʔ χϡʔ χϡʔ 64 χϡʔ 1݄ 2݄

    3݄ 4݄ νϟʔϯ χϡʔ νϟʔϯ 1ສԁ 2ສԁ 0ԁ 1ສԁ
  12. • MRR • χϡʔ MRR • ίϯόʔδϣϯ཰ • νϟʔϯ MRR

    • ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ཰ • Ϧςϯγϣϯ཰ ຊ೔঺հ͢Δࢦඪ
  13. 1݄ 2݄ 3݄ 4݄ 1ສԁ 1ສԁ 1ສԁ 1ສԁ 1ສԁ 1ສԁ

    1ສԁ 1ສԁ 1ສԁ νϟʔϯ͕ଟ͘ൃੜ͍ͯ͠ΔϏδωεɻ
  14. 106

  15. 126 ࢦඪ ֓ཁ ͳͥඞཁͳͷ͔ Conversion Rate ݟࠐΈ٬͔Βίϯόʔτͨ͠ސ٬ͷׂ߹ ސ٬֫ಘͷޮ཰ੑ ސ٬਺ ༗ྉސ٬ͷ਺

    ͲΕ͚ͩͷސ٬͕͍Δͷ͔ MRR ຖ݄܁Γฦ͞ΕΔऩӹ ͲΕ͚ͩఆظతͳऩӹ͕͋Δͷ͔ Net New MRR લ݄͔ΒͷMRRͷมԽྔ Ϗδωε͕੒௕͍ͯ͠Δ͔ Retention Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄΋ଓ͍ͨސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕Ձ஋Λੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Churn Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄νϟʔϯͨ͠ސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕Ձ஋Λੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Net Revenue Retetion લ݄ͷސ٬͔Βͷऩӹͷ͏ͪɺࠓ݄΋ଓ͍ͨސ٬͔Βͷऩ ӹͷׂ߹ ऩӹͷޮ཰ੑ ࢦඪͷ·ͱΊ
  16. • ARPU • CLV • CAC • CAC Payback Period

    • Quick Ratio • Unit Economics • Burn Rate ͦͷଞͷࢦඪ
  17. 131 ࢦඪ ֓ཁ ͳͥඞཁͳͷ͔ Conversion Rate ݟࠐΈ٬͔Βίϯόʔτͨ͠ސ٬ͷׂ߹ ސ٬֫ಘͷޮ཰ੑ ސ٬਺ ༗ྉސ٬ͷ਺

    ͲΕ͚ͩͷސ٬͕͍Δͷ͔ MRR ຖ݄܁Γฦ͞ΕΔऩӹ ͲΕ͚ͩఆظతͳऩӹ͕͋Δͷ͔ Net New MRR લ݄͔ΒͷMRRͷมԽྔ Ϗδωε͕੒௕͍ͯ͠Δ͔ Retention Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄΋ଓ͍ͨސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕Ձ஋Λੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Churn Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄νϟʔϯͨ͠ސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕Ձ஋Λੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Net Revenue Retetion લ݄ͷސ٬͔Βͷऩӹͷ͏ͪɺࠓ݄΋ଓ͍ͨސ٬͔Βͷऩ ӹͷׂ߹ ऩӹͷޮ཰ੑ ຊ೔ՄࢹԽ͢Δࢦඪ
  18. • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1 • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ

    Part 2 - 5݄7೔ʢ໦ʣ • ୈ3ճɿ ϢʔβʔͷΤϯήʔδϝϯτΛܭଌ͢Δํ๏ • ୈ4ճɿ ίϗʔτ෼ੳ Part 1 • ୈ5ճɿ ίϗʔτ෼ੳ Part 2 • ୈ6ճɿ NPSͷܭࢉͱࣗ༝هड़ͷςΩετ෼ੳ SaaS ΞφϦςΟΫε